Ticket Sales Tip of the Week #82- Ticket exchange (TE) and buyback (BB)
Digital ticket and a verified secondary market has allowed ticket holders to easily transfer or sell while allowing teams to gain insight into their end user like never before. That said, it also eliminated the biggest drivers to sell/retain ticket holders in the early 2000’s (FOMO and the Best $), which is why ticket exchange (TE) and buyback (BB) were born.
The benefit for teams to have TE and BB is that it helps eliminate unwanted inventory from flooding the secondary which drives down prices and can converts your loyal member into a game day last minute buyer.
Major League Stars- Don Rovak SVP Atlanta Falcons
The Falcons offer a pre-season window to buy back from members the entire season @ the membership variable rate. Now that’s price integrity.
Major League Stars- Michael Forde Chief of Sales Orlando Magic
The Magic allow ticket exchange to be applied to a concessions credit.
Minor League Stars- Erik Eisenberg VP of TS Las Vegas Aviators
The Aviators allow for group member ticket exchange and group leaders to return tickets they can’t use on the day of the game.
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